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. Born of the political queer community of nearby Bologna, the label, founded by Luca Magliana, offers a lightly camp, impeccably cut antidote to the street-fetishist timbre of much Italian streetwear. For his SS22 collection, Luca pondered the four humors -- as in the Melancholic, the Sanguine, the Phlegmatic and the Choleric fluids, duh -- presenting his multi-personality offering in an intense, windy short film.
I started Magliano in 2017, a moment where Italian menswear was highly focused on a sort of street “xenophilia". I hated it, it was so reductive. So I started imagining a brand that could retake the legendary heritage of Italian pret-a-porter and mix it up with unorthodox aspects that I felt were mine.
MAGLIANORAMA is the title, it is meant to be an exploration of Hippocrates’ four temperaments, brought to their excess through the Magliano design language. The ‘Phlegmatic’ looks were inspired by the ‘Freakkettoni’ and saints. Prints from pre-owned t-shirts from the Montagnola, Bologna’s flea market, and heavy metallic details were the essence of the Choleric looks. Sanguine looks were dedicated to lovers, cruisers and political characters of all sorts.
Very simple, we imagined our distinctive characters performing an exaggerated signature walk in extreme conditions, until the last breath. We wanted to give a sense of effort which everyone is talking about lately. That’s why we had them against an overwhelming wind blown by a cinematographic wind machine. In response to this Edoardo Lovatti, a 12 year old boy, improvised an impetuous live soundscape filled with vitality.
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